A lot has changed since the early days of Google’s entrance into web analytics, and because of the rapid-fire frequency of Google’s product enhancements, getting up-to-date reviews and insight into the products is a challenge.

A search on Google for “Google Analytics vs. Omniture” serves a page full of results that largely predate Google’s (perhaps) most significant and recent update, which occurred at the end of October, 2008.  This update was so significant that the NY Times covered it.

The perception that GA is inferior to Omniture because it is free persists despite the increasing difficulty documenting significant service level or qualitative differences.

However, prior to October of 2008, much of the perception of Omniture’s superior flexibility had to do with the ability of the marketer to modify data immediately and retroactively through multiple advanced segmentations.  In Google’s October 2008 update, it offers all of this  for free, obfuscating the differences between the two products.

Mobile Phone Analytics

While marketers debate “Google Analytics vs. Omniture”, the conversation about mobile phone analytics has taken a back seat.  Mobile phones are not like Internet browsers. The methods used by Google Analytics and other web analytics packages don’t work properly on mobile phones.  The need for free iPhone and Android analytics is increasing as mobile web access does.  Marketers often make the erroneous assumption that Google Analytics and Omniture report cell phone data adequately.  Companies like Flurry Mobile Analytics provide a high quality, free service comparable to Google Analytics.

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